Archives: Knowledge Base

What should a website brief contain?

Content responsibility is the most common cause of overrun — assign it explicitly by page. Specify that source files, accounts, and content…
Should we use a website builder or a custom build?

Check the export path before you build. Proprietary platforms create lock-in regardless of intent. Many builders inject content client-side, which risks retrieval…
What is an answer block?

Avoid pronouns referring to earlier paragraphs — extraction removes the antecedent. State the answer first, then qualify. Never build to it. One…
Does AI-written content get cited by AI systems?

Using AI for research and drafting support is not the problem; publishing unedited output is. Original evidence is the differentiator: your own…
What is topical authority?

Built through clusters: a pillar page plus supporting articles connected by deliberate internal links. Coverage gaps within a cluster weaken the whole…
How many pages does a business website actually need?

Add pages when there is a distinct question a distinct audience asks — not to hit a number. Thin pages created for…
What is a falsification test in a marketing engagement?

It must be measurable inside the trial window and genuinely possible to fail. The test a vendor proposes tells you whether they…
Why do enquiries not convert into conversations?

Count the drop between plausible enquiries and real conversations — it is usually the largest leak. Five follow-up attempts is a reasonable…
What is speed to lead and why does it matter?

The foundational research (Oldroyd, MIT Sloan, 2007) found qualification odds dropped 21x moving from 5 to 30 minutes — old data, quoted…
How should we compare two agency proposals?

Ask both what they cannot control. An answer with no limits is a warning. Ask who does the work, and check whether…